Publications

2020

Daume, J., Hüttl-Maack, V.: Curiosity-inducing advertising: how positive emotions and expectations drive the effect of curiosity on consumer evaluations of products, in: International Journal of Advertising, Vol. 39, No 2, 307-328.

2019

Hüttl-Maack, V., Daume, J.: Does Curiosity Make Consumers Less Critical? Effects of Ad-Induced Curiosity on Persuasion Knowledge and Counterarguing, in: NA-Advances of Consumer Research, October 2019, Atlanta, Vol. 39.

Sedghi, T., Hüttl-Maack, V. (2019): The power of experiencing curiosity: How ad-evoked curiosity improves the evaluation of low-fit brand extensions, in: Proceedings of the 18th ICORIA: International Conference on Research in Advertising, June 2019, Krems.

Gatter, M. S., Hüttl-Maack, V. (2019): The Pleasure of a Battle: The Effect of Competitive Advertising on Arousal and the Perceived Hedonic Value of Products, in: Proceedings of the 18th ICORIA: International Conference on Research in Advertising, June 2019, Krems.

Gatter, M. S., Hüttl-Maack, V. (2019): The pleasure of a battle: How competitive advertising increases the perceived hedonic value of products, in: Proceedings of the 48th EMAC: European Marketing Academy, Mai 2019, Hamburg.

Hüttl-Maack, V., Daume, J.: Does Curiosity Make Consumers Less Critical? Effects of Ad-Induced Curiosity on Persuasion Knowledge and Counterarguing, in: Proceedings of the 48th EMAC: European Marketing Academy, Mai 2019, Hamburg.

2018

Daume, J., Hüttl-Maack, V.: How curiosity-inducing advertising affects consumers' responses: An examination of different curiosity triggers and resulting processes, in: Proceedings of the 17th ICORIA: International Conference on Research in Advertising, June 2018, Valencia.

Hüttl-Maack V., Gatter M. S.: Thinking about money - caring for the future? When and how money priming encourages people to provide for retirement, in: Proceedings of the 47th EMAC: European Marketing Academy, Mai 2018, Glasgow.

Gatter, M. S., Hüttl-Maack, V.: How money priming affects consumer responses towards competitive advertising, in: Proceedings of the 47th EMAC: European Marketing Academy, Mai 2018, Glasgow.

Sedghi, T., Hüttl-Maack, V.: How does this fit into the puzzle? The role of curiosity in consumer evaluations of brand extensions, in: Proceedings of the 47th EMAC: European Marketing Academy, Mai 2018, Glasgow.

Schwenk, J., Hüttl-Maack, V.: Adding value to local brands through foreign language cues, in: Proceedings of the 47th EMAC: European Marketing Academy, Mai 2018, Glasgow.

Hüttl-Maack, V.: Visual art in advertising: New insights on the role of consumers' art interest, the product's hedonic value and the preception of the brand, in: Journal of Product and Brand Management, Vol. 27, S. 262 - 276.

Hüttl-Maack, V., Pick, D., Gierl H.: Handle with care! How majority cues can reduce the negative effects of warnings of foreseeable product failures, in: Review of Managerial Science, Vol. 13, No. 4, S. 689 - 723.

2017

Hüttl-Maack, V.; Gatter, M. S.: How money priming affects consumers in an advertising context: the role of product conspicuousness and consumers' signalling needs, in: International Journal of Advertising, Vol. 36, S. 705 - 723.

Schwenk, J.; Hüttl-Maack, V.: Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms, in: Christodoulides, G., Stathopoulou, A., Eisend, M. (Hrsg.): Advances in Advertising Research (Vol. VII), Springer Gabler, S. 43 - 56.

Steiner, M.; Helm, R.; Hüttl-Maack, V.: A Customer-based Approach for Selecting Attributes and Levels for Preference Measurement and New Product Development, in: International Journal of Product Development (Vol. 12), No. 4, S. 233 - 266.

2016

Hüttl-Maack, V.; Gierl, H.: Einsatz des Verkaufsgesprächs im Rahmen der Dialogkommunikation, in: Bruhn, M., Esch, F.-R., Langner, T. (Hrsg.): Handbuch Instrumente der Kommunikation (2. Auflage), Gabler, S. 387-404.

Hüttl-Maack, V.; Schwenk, J.: Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions, in: Verlegh, P., Voorveld, H., Eisend, M. (Hrsg.): Advances in Advertising Research (Vol. VI), Gabler, S. 351-363.

Daume, J.; Hüttl-Maack, V.; Gierl, H.: I want you to open my letter: Effects of uncommon envelope formats and materials, in: Transfer - Werbeforschung & Praxis, Vol. 62, No. 3, S. 6 - 19.

Daume, J.; Hüttl-Maack, V.: How Curiosity and Curiosity-Induced Feelings Affect Product Evaluations, in: Proceedings of the 45th European Marketing Academy (EMAC), May 2016, Oslo.

Gatter, M. S.; Hüttl-Maack, V.: How Money Priming Affects Product Evaluation and Self-Brand Connection, in: Proceedings of the 15th ICORIA: International Conference on Research in Advertising, June 2016, Ljubljana.

2015

Hüttl-Maack, V., Gierl, H.: How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions, in: Advances in Advertising Research, Vol. V.

Schwenk, J.; Huettl-Maack, V.; Pagel, S.: Promoting the Shareconomy: The effectiveness of beneficial appeals to advertise renting and reselling platforms, in: Proceedings of the 14th ICORIA: International Conference on Research in Advertising, Juli 2015, London.

2014

Gierl, H.; Huettl-Maack, V.: When and Why are Price Lotteries Effective at Promoting Products? in: Marketing ZFP - Journal of Research and Management, Vol. 36, No. 3, S. 176-186.

Huettl-Maack, V.; Schwenk, J.: Does your product speak the right language? Effects of multilingual product packaging, in: Proceedings of the 13th ICORIA: International Conference on Research in Advertising, June 2014, Amsterdam.

Huettl-Maack, V.; Daume, J.; Gierl, H.: I want you to open my letter: Effects of uncommon envelope formats and materials, in: Proceedings of the 43rd Annual Conference of the European Marketing Academy (EMAC), June 2014, Valencia.

Huettl, V.; Kovacheva, A; Inman, J: Planned but Not Purchased? A Field Study of Drivers and Consequences of Failed Purchases, in: Proceedings of the Association for Consumer Research 2014 North American Conference

2013

Huettl, V.; Gierl, H.: Electronic Word-of-Mouth: Does the Number of Reviewing Customers and the Dispersion of Star Ratings Affect Evaluations? in: Transfer - Werbeforschung & Praxis, Nr. 4/13, S. 6-18.

Huettl, V.; Gierl, H.: How to avoid brand dilution: The use of conjunctive cues in advertisements for brand extensions, in: Proceedings of the 12th ICORIA: International Conference on Research in Advertising, June 2013, Zagreb.

Huettl, V.; Gierl, H.: Are Price Lotteries or Price Discounts More Effective in Influencing Customer Choice? in: Proceedings of the 42nd Annual Conference of the European Marketing Academy (EMAC)

2012

Huettl, V.; Gierl, H.: Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information, in: Marketing Letters, Vol. 23, No. 3, S. 893-904.

Huettl, V.; Gierl, H.: Visual art in advertising: The moderating effect of hedonic vs. utilitarian product positioning in: Proceedings of the 41st Annual Conference of the European Marketing Academy (EMAC), May 2012, Lisbon.

Gierl, H.; Huettl, V.: How does non-diagnostic information affect product evaluation? in: Review of Managerial Science, Vol. 6, No. 2, S. 131-159.

Huettl, V.; Gierl, H.: Effects of slim and heavy advertising models on appearance self-esteem and product evaluation, in: Eisend, M.; Langner, T.; & Okazaki, S. (eds.): Advances in advertising research (Vol. III), Springer Gabler.

Huettl, V.; Gierl, H.: Electronic word-of-mouth: Do the number of reviewing customers and the dispersion of ratings affect evaluations?, in: Proceedings of the 11th ICORIA: International Conference on Research in Advertising, June 2012, Stockholm.

2011

Gierl, H.; Huettl, V.: A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation, in: International Journal of Research in Marketing, Vol. 28, No. 2, S. 120-133.

Bambauer-Sachse, S.; Huettl, V.; Gierl, H.: Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit? in: Psychology & Marketing, Vol. 28, No. 2, S. 205-218.

Huettl, V.; Gierl, H.: The impact of the size of advertising models on consumer appearance self-esteem and product evaluations, in: Proceedings of the 10th ICORIA: International Conference on Research in Advertising, June 2011, Berlin.

Huettl, V.; Gierl, H.: How does event-sharing affect product evaluation? in: Proceedings of the 40th Annual Conference of the European Marketing Academy (EMAC), May 2011, Ljubljana.

Hüttl, V.: Die Wirkung von Ähnlichkeit und Zusatzinformation auf den Erfolg von Markenerweiterungen, Aachen: Shaker.

2010

Gierl, H.; Huettl, V.: Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption, in: International Journal of Research in Marketing, Vol. 27, No. 3, S. 225-235.

2009

Gierl, H.; Hüttl, V.: Die Berücksichtigung von Medienwirkungen in der Mediaplanung, in: Groeppel-Klein, A; Germelmann, C.C. (Hrsg.): Medien im Marketing, Wiesbaden: Gabler, S. 397-423.

Huettl, V.; Gierl, H.: Using explanatory links in advertisements of brand extensions, in: Proceedings of the 8th ICORIA: International Conference on Research in Advertising, June 2009, Klagenfurt.

2008

Gierl, H.; Hüttl, V.: Persönliche Kommunikation, in: Bruhn, M.; Esch, F.-R.; Langner, T. (Hrsg.): Handbuch Kommunikation, Wiesbaden: Gabler, S. 231-247.